DISERTASI dan TESIS Program Pascasarjana UM, 2010

Ukuran Huruf:  Kecil  Sedang  Besar

Effect of Product Quality to Consumer Buying Decision in Buying Bango Black Soy Sauce

mike Ratna sari

Abstrak


ABSTRACT


Ratnasari, Mike. 2009. Effect of Product Quality to Consumer Buying Decision in
Buying Bango Black Soy Sauce. Thesis, Department of Management,
Faculty of Economy, Malang State University. Advisors: (I)
Drs.F.Danardana Murwani,M.M., (II) Titis Sinta Dewi,S.P,M.M,


Keywords: Product quality, Consumer buying decision Currently, effects of globalization give any heavy impacts in the strict business competition, especially in marketing and product had been produced.


The interesting of a product could not be separated from the product quality only,
because product quality is one of the real appearances of the present product.
Product quality could be the support for consumer to buy the items, because it is
not rare for the decision to buy any product is influenced by the present product
quality in the items. Product quality is an effective tool in influencing the desire of
the consumer. Product quality could stimulate the consumer to performed product
buying and uses the product overtimes. Hence, product quality should be keep as
the consideration, because it could causes consumer desire to perform the buying.

The aim of this study was to knows the influence of product quality
including product performance, product superiority, product endurance, and
quality to the consumer decision to buy the Bango Black Soy Sauce. Population of
this study was collected from house wife who bought the product. Samples of this
study was taken by using simple random sampling technique and was obtained a
total 68 of person samples. Data was obtained from respondent by using data
collection tools namely closed quoestioner and measured by using Likert scale.

Result of this study was (1) product performance had significant influence
to the consumer buying decision in buying the product, with β1 value = 0.440; (2)
superiority of the product had significant influence to consumer buying decision
in buying the product, with β2 value = 0.495; (3) product endurance had
significant influence to consumer buying decision in buying the product, with β3
value = 0.357; (4) quality had been experienced had significant influence to
consumer buying decision in buying the product, with β4 value = 0.534; product
quality variable simultaneously consisted of product performance, product
superiority, product endurance, and quality had been experienced had significant
influence to consumer buying decision in buying Bango Black Soy Sauce, with
Fcount value = 32.059 and Adjusted R square nominal 0.650. product superiority is the dominant variable influencing consumer buying decision in buying the
product.


It could be suggested and recommended from the study that: (1) Unilever
could increase their product performance, especially in production process for
consumption safety and ensure for the health, (2) superiority of the product,
especially based on it's characteristic made from natural black soy, so it was easy
to be differed from another competitor product should be better to be used, (3)
optimization of product use, so it could be used in a long term of period and
continuously, but still having delicious taste, (4) company must be keep the
positive image and improve their product quality overtimes, (5) company must be
consistent in keeping and improving their product quality by keep the service
consistency and marketing had been applied based on consumer satisfaction.


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